Выступление Егора Матешука (МФТИ) на International Conference on Big Data and its Applications (ICBDA). ICBDA — конференция для предпринимателей и разработчиков о том, как эффективно решать бизнес-задачи с помощью анализа больших данных. http://icbda2015.org/

1. website interface
personalization
system
EGOR MATESHUK

2. 2
A/Btesting
Wikipediasays:
A/B testing (split testing) is jargon for
a randomized experiment with two
variants, A and B, which are the control
and treatment in the controlled
experiment .
VARIANTB
CHOOSE
VARIANTA

3. 3
1.ONEFEATURE– ONETEST
2.Can’t differentiatevisitors
Difficulties

4. 4
HERE COMES ML
VARIANTC
CLUSTERING
VARIANTB
VARIANTA
FEATURES
Variant generator

5. 5
CLUSTERING
FAST ONLINECLUSTERING:
• Kohonen Self-­Organizing Maps for
user profiles aggregation
• Classical clustering (K-­Means, PAM)
for aggregated data

6. 6
CLUSTERING
“REQUEST” step
• Looking for the nearest
Kohonen map node
𝐵𝑀𝑈 = argmin
𝑘∈𝐾
𝑑𝑖𝑠𝑡(𝑘, 𝑝)
• Return its cluster number
𝑀 = 𝑐𝑙𝑢𝑠𝑡𝑒𝑟(𝐵𝑀𝑈)
“fitting”step
• Update the nodes in the
neighborhood of the BMU
• Run clusterization

7. 7
VARIANT GENERATOR
VARIANTC
VARIANTB
VARIANTA
FEATURES
Genetic algorithm:
• Variant = Genome = Feature
combination
• Selecting variants by max
conversion
𝑐;,𝑚𝑎𝑥 = max
@∈A
𝑐;,@
𝑆 – visitor clusters

8. 8
MATCHING
VARIANTC
VARIANTB
VARIANTA
MATCHINGalgorithm:
𝑉D = argm𝑎𝑥
E∈F
(𝑐;,@ ∗ 𝑟)
𝑟 -­ random value between 0 and 1
𝑉 -­ site variants

9. 9
1.As much features as youneed in oneiteration
2.Test all hypothesis– best willsurvive
3.uses visitor’sdatato buildinterface
benefits

10. 10
HOWTOCONTACTWITHME
I will be happy to answer your questions.
THANK YOU
e.mateshuk@ya.ru